This week, we tried to make personas of movie audiences with the help of the template. In class, we collected real data by interviewing each other about our experiences of going to the cinema. ( I attached my persona at the end of this article.)
1) Describe your experience of creating a single persona from different user’ perspectives gathered in the interview data. Was there enough commonality between the 4 people interviewed to form a coherent persona? Or would it have made more sense to create a second different persona?
I thought most of the movie fans would have some common requirements for the cinemas’ service, such as the acoustic effects and the environment of watching. I didn’t realize that, however, going to the cinema would also be a important way of socializing for a lot of people. Maybe it is because we are different in cultural background, gender and age; so the needs of users are various. Besides, perhaps it is because different users prefer different kinds of movies, that also leads to different expectations.
Fortunately, our group had something in common. First of all, was the sound quality. Sometimes, the sound effect was just annoying because the projectionist just set the volume too loud. Second was the environment of the theater. For instance, cozy seats, fresh air and so on. Last, we all wanted the cinema to provide snacks with lower prices.
Though there are common among us, I think it’s better to draw different personas according to the age groups of the users. I found out that, people’s habits and preferences would change as their ages increase so that there would definitely be different needs. Actually, cultural backgrounds and personal tastes are factors that influence people’s choice as well, but considering the main function of movie is entertaining, I think their influence are crucial.
2) Do you think your final persona was successful in generating empathy with users? What would you change to make it better?
I think my persona has generated the user’s empathy to a great extent. However, I think I could make further improvements in some ways. Leading the user to consider deeper and use his imagination would help me to find out more possibilities and solutions. For instance, I think I should have asked him questions like “will use a app to pre-order your tickets and snacks if it is available?” , “do you think the current ticket-booking apps are simple and convenient enough for you to use? What improvements would you expect?” and “would you follow the cinema’s social media accounts if they post the timetable of movies everyday?”
Meanwhile, I think I would not ask what their ideal experience or goals because it’s a very opening question to me. I think the users always have new expectations and our design could always need improvements. And the other reason is that I think different users could have different standard of “ideal”, some would give the interviewer very unrealistic answers while others might just give nonconstructive answers. If I’m the interviewee, I would be confused about this question because I could not specify my ideal experience and I don’t know how to deliver my expectation to the interviewer.
To fix this, I would ask more specific question about the details such as the waiting time, seat availability and the rationality of the timetable. I would also ask for their opinions about the future improvements in every aspect so that they could be inspired to a greater extent.